Superstar Mahesh Babu’s latest film Athidi was launched at a function arranged in Padmalaya studios on the morning of 21 January. G Adiseshagiri Rao sounded the clapboard. Krishna switched on the camera and K Raghavendra Rao directed the first shot. Vijaya Nirmala performed pooja ceremony.

Regular shooting of the film will start on 5 February with a song shoot in Rajashtan deserts. The unit will then move to New Delhi to continue the talkie part for the entire month of February.